JJXX JOINS JACK & JONES ON THE CATWALK
JJXX is riding a wave of optimism thanks to a rare catwalk opportunity together with big brother JACK & JONES.
Thanks to JACK & JONES’ strong relationship with key account ABOUT YOU, the brands were invited to take part in a combined fashion show during ABOUT YOU Fashion Week (AYFW) last month.
While taking part in the fashion show in Berlin around the same time as the public launch of JJXX’s first collections was a tricky balancing act, the timing was ideal in terms of building the new brand’s profile.
“Having our brand represented on the runway was a huge opportunity. Not only because we’re new to the consumer, but we’re new to this format – the runway – a place where high-end, haute couture fashion has previously dominated. For JJXX to be a part of this alongside our ‘big brother’ JACK & JONES was perfect as a new brand,” says Charlotte Gaarden, Digital Marketing Coordinator, JJXX.
“The immediate reaction was ‘is it possible at all so close to the launch?’ but I’ve learned having a mindset of ‘yes’ leads to amazing opportunities.”
Anja Bonnet Steensen, JACK & JONES’ Performance Marketing Manager adds:
“It was perfect timing. We normally wouldn’t focus on this type of marketing but we were invited to be a part of the show because ABOUT YOU thought it would a win-win for everyone.”
Putting JJXX on the map
JACK & JONES and JJXX’s combined fashion show was one of 15 shows broadcast during AYFW. During the week, ABOUT YOU hosted all shows on a specific website and Instagram account set up for AYFW, as well as their regular YouTube and Instagram accounts.
The widespread coverage, including from influencers involved in and attending the event, has led to increased social media engagement for JACK & JONES and JJXX, as well as more traffic on their websites and ABOUT YOU channels.
“I was amazed to see the impressive reach and interaction from the content generated by so many digital talents. Through them, I truly believe we’ve created new valuable connections within our social media platforms,” Charlotte says.
ABOUT YOU’s profile in Germany was also important, as it is a very important market for JACK & JONES.
“We wanted to connect JJXX to JACK & JONES with the fashion show, create some visibility and show that, while JJXX is something new, it comes out of a brand that everyone knows. Germany is such an important market for us, so it was great that ABOUT YOU had invited so many big German influencers. We believe the brand awareness we got from this will be very valuable in the long run,” Anja says.